Godrej Looking to Capture 10% Market Share

Nov 9, 2008

Godrej Looking to Capture 10% Market Share

Godrej recently forayed into the Rs 9,000 crore Indian television market with their Eon range of colour televisions. The company who has a trusted brand name in India wants to capture 10 per cent of the market in the first year itself and they plan on doing this with aggressive marketing.

The company has allocated around Rs 5 in brand communication with their latest venture in the Eon segment. George Menezes, chief operating officer, Godrej Appliances, told televisionpoint.com, "Orchard Advertising is our creative agency and we are looking at 360-degree brand communication activities around our new product that includes a lot of ground activation, shop-in-shop, outdoor communication in addition to radio, television and print advertising. Godrej Eon television is positioned as a lifestyle product and we are targeting upwardly mobile and progressive Indians."

Orchard Advertising had conducted researches asking people if they would purchase a television manufactured by Godrej, keeping in mind that the company is mainly known as a home appliance manufacturer. The response was overwhelming as people associate the Godrej brand with quality, trust and value.

Kaushik Mitra, senior vice-president and brand partner, Orchard Advertising, said, "Not everybody at Godrej is into aerospace and in the commercial for television, we have shown how an aerospace scientist uses technology to clean the images. While the teaser campaign was already there before the launch, the television campaign was launched on September 12."

In the next six months the Godrej Eon Televison range will be made national and the company plans on spending around Rs 60 crore in advertising and promotion. Godrej has tied up with a Europe based LCD manufacturer that will invest Rs 150 crore in the venture. The company is targeting sales of 100,000 Eon Television units in a year.